Horizon Media’s Lauren Russo Talks Measurement Capabilities For Advertisers.
Speaking with BeetTV for its “Advertisers: Turn Up the Volume on Streaming Audio” leadership series, Lauren Russo, EVP, Managing Partner of Audio Investment at Horizon Media explains the media agency’s measurement capabilities for advertisers.
“We have enhanced our performance audio capability,” Russo says in the video interview. “We’re building tools to measure that success and ultimately prove attribution related to that specific investment.”
These capabilities allow the agency “to go to clients with cost-per-acquisition deals,” she says.
Horizon Media is buying performance-based audio ads through Horizon Next, its division that is specific to performance buying across media types, and Big, its other agency devoted to buying outcome-based ads. The company also uses Blue to create audience identity segments, according to BeetTV.
“We only get paid based on performance – so we really see that as a big opportunity for the future,” Russo says. “We think everything is moving in that direction and it’s all about attribution and results.”
Digital audio consumption is up, with podcasting playing a large role in the uptick, but measuring podcast consumption is challenging, Russo says. “The biggest challenge that I see exist in the podcasting space, there’s not a third-party company that’s measuring audiences,” she explains. “We’re using publishers’ first party data right now to get download information.” Horizon Media uses “an automated tool where we poll our publishers on a regular basis and we’re able to determine by vertical or genre what the best places to be are for our clients.”
Horizon Media says blending in-car listening, in-home smart speaker listening and the podcast ecosystem provides “an opportunity for great reach and targetability… Within broadcast, we do a lot of our transactions on iHeart Smart Audio platform for better targetability across various audience segments. And we also have that opportunity across all of our streaming partners as well.”